市场营销原理英文原版.ppt

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1、,Creating and Capturing Customer Value,Creating and Capturing Customer Value,Define marketing and outline the steps in the marketing processUnderstanding the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Custome

2、r RelationshipsCapturing Value from CustomersThe Changing Marketing Landscape,Topic Outline,What Is Marketing?,Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers inreturn,Understanding the Marketplace and Custo

3、mer Needs,Customer needs,wants,and demandsMarket offeringsCustomer Value and satisfactionExchanges and relationshipsMarkets,Core Concepts,Understanding the Marketplaceand Customer Needs,Customer Needs,Wants,and Demands,Market offerings are some combination of products,services,information,or experie

4、nces offered to a market to satisfy a need or wantMarketing myopia is focusing only on existing wants and losing sight of underlying consumer needs,Understanding the Marketplaceand Customer Needs,Understanding the Marketplaceand Customer Needs,Customer Value and SatisfactionExpectations,Exchange is

5、the act of obtaining a desired object from someone by offering something in return,Understanding the Marketplaceand Customer Needs,Markets are the set of actual and potential buyers of a product or service,Understanding the Marketplaceand Customer Needs,Designing a Customer-Driven Marketing Strategy

6、,Marketing management is the art and science of choosing target markets and building profitable relationships with themWhat customers will we serve?How can we best serve these customers?,Designing a Customer-Driven Marketing Strategy,Market segmentation refers to dividing the markets into segments o

7、f customersTarget marketing refers to which segments to go after,Selecting Customers to Serve,Designing a Customer-Driven Marketing Strategy,Demarketing is marketing to reduce demand temporarily or permanently;the aim is not to destroy demand but to reduce or shift it,Selecting Customers to Serve,De

8、signing a Customer-Driven Marketing Strategy,The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs,Choosing a Value Proposition,Designing a Customer-Driven Marketing Strategy,Marketing Management Orientations,Designing a Customer-Dri

9、ven Marketing Strategy,Production concept is the idea that consumers will favor products that are available or highly affordable,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Product concept is the idea that consumers will favor products that offer the most quality

10、,performance,and features.Organizations should therefore devote its energy to making continuous product improvements.,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Selling concept is the idea that consumers will not buy enough of the firms products unless it undert

11、akes a large scale selling and promotion effort,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions bet

12、ter than competitors do,Marketing Management Orientations,Designing a Customer-Driven Marketing Strategy,Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants,the companys requirements,consumers long-term interests,and societys long

13、-run interests,Marketing Management Orientations,The marketing mix is the set of tools(four Ps)the firm uses to implement its marketing strategy.It includes product,price,promotion,and place.Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to cho

14、sen customers.,Preparing an Integrated Marketing Plan and Program,Building Customer Relationships,The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction,Customer Relationship Management(CRM),Building Customer Relations

15、hips,Relationship Building Blocks:Customer Value and Satisfaction,Building Customer Relationships,Customer Relationship Levels and Tools,Building Customer Relationships,Relating with more carefully selected customers uses selective relationship management to target fewer,more profitable customersRel

16、ating more deeply and interactively by incorporating more interactive two way relationships through blogs,Websites,online communities and social networks,The Changing Nature of Customer Relationships,Building Customer Relationships,Partner relationship management involves working closely with partne

17、rs in other company departments and outside the company to jointly bring greater value to customers,Building Customer Relationships,Partners inside the company is every function area interacting with customersElectronicallyCross-functional teamsPartners outside the company is how marketers connect w

18、ith their suppliers,channel partners,and competitors by developing partnerships,Partner Relationship Management,Building Customer Relationships,Supply chain is a channel that stretches from raw materials to components to final products to final buyersSupply managementStrategic partnersStrategic alli

19、ances,Partner Relationship Management,Capturing Value from Customers,Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage,Creating Customer Loyalty and Retention,Capturing Value from Customers,Share of customer is the portio

20、n of the customers purchasing that a company gets in its product categories,Growing Share of Customer,Capturing Value from Customers,Customer equity is the total combined customer lifetime values of all of the companys customers,Capturing Value from Customers,Building the right relationships with th

21、e right customers involves treating customers as assets that need to be managed and maximizedDifferent types of customers require different relationship management strategiesBuild the right relationship with the right customers,Building Customer Equity,The New Marketing Landscape,Major Developments,

22、All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,